Fiats for the U.S.

Not just Fiats, factories too.

TONY QUIROGA

Sep 1, 2008

Driven by a strong euro and a weak dollar, Fiat will do the nearly unbelievable and begin producing cars in North America by 2010. According to Fiat CEO Sergio Marchionne, the production line—location undetermined—will initially make Alfa Romeos for U.S. consumption but will later build the diminutive Fiat 500. Marchionne believes that the 500 has the potential to repeat the success that the Mini Cooper has enjoyed in the States. This does not, however, signal a full-scale reintroduction of the full Fiat line to the U.S. market. Like the Mini Cooper, the Fiat 500 would be promoted as its own brand—and it may be offered only in the guise of a higher-performing Abarth. With 2010 just more than a year away, it seems disturbingly odd that Fiat is still not clear exactly where the cars will be built. A deal with Chrysler seems the most likely solution, but Fiat says it might be possible to start car production at one of its Case New Holland tractor plants in the U.S.